Performance Marketing Lead

Department: Growth

Location: Remote - United States

Description

Company Description

Thrive is revolutionizing healthcare by democratizing access to nutritional counseling services previously available only to elite athletes and celebrities. Our platform connects clients with highly qualified registered dietitians who hold advanced degrees, including doctorates, in nutritional science from prestigious institutions such as Harvard, Stanford, Mayo Clinic, and UPenn.

We provide comprehensive nutritional counseling tailored to each client's unique needs and goals. Whether managing chronic conditions like kidney or heart disease or optimizing athletic performance at any level, we take a holistic approach—analyzing lifestyle factors and developing personalized solutions, ranging from minor adjustments to complete nutritional overhauls.

Our innovative combination of traditional nutritional counseling with cutting-edge diagnostic testing for root cause analysis sets Thrive apart. We also offer integrated fitness planning through our dual-certified dietitian-personal trainers. Our practitioners bring extensive experience working with diverse clients, from professional athletes and Olympians to military personnel and individuals managing chronic conditions.

Through successful partnerships with major U.S. insurance providers, Thrive has made these services accessible to all, with over 94% of our clients paying $0 out of pocket. Additionally, Thrive has established partnerships with dozens of corporate clients, including major hospitals, further extending our reach. This achievement marks a significant milestone in our mission to transform healthcare delivery and make expert nutritional counseling available to everyone who needs it.

As the only provider offering both nutritional counseling and root cause diagnostic testing, Thrive is uniquely positioned at the forefront of the healthcare revolution, making professional-grade nutritional services accessible to the average person while maintaining the highest standards of care.

About The Role

As Performance Marketing Lead, you will take the reins of our growth marketing strategy, encompassing paid media (focusing first on Google Ads), unlocking new channels (e.g., Meta, TikTok), and owning CRO for our acquisition funnels. This is an exciting role as the company has already proven product-market fit, and the product is essentially free for 90%+ of customers as all major insurance providers cover it. The growth person in this role will have the opportunity to shape the trajectory of the company and make market size the only constraint to growth.

Reporting to the CEO, you will ensure that every paid media campaign aligns seamlessly with our overarching business goals. Your analytical prowess will be essential as you assess data, craft and execute strategies, and extract valuable insights to refine and enhance our growth approach.

We're seeking someone with a proven record of driving growth, who relishes taking on challenges, and thrives in dynamic environments. Your passion for entrepreneurship, relentless drive to engineer growth, and unwavering commitment to learning and improvement will set the tone for the team's success. This is an opportunity to be at the forefront of Thrive's growth story. If you're a strategic, hands-on leader eager to immerse yourself in the intricacies of growth marketing with a clear path to leadership in a high-growth start-up, we'd love to hear from you.

Key Responsibilities

• Performance Marketing Strategy: Develop and execute a performance marketing strategy aligning with the company's goals and objectives.
• Own Paid Media: You will lead hands-on execution and ownership of paid media channels, mainly Google Ads. This will involve optimizing auto-bidding algorithms, creative testing, keyword match types, and audience targeting to improve campaign performance.
• CRO: Lead all Conversion Rate Optimization (CRO) aspects for paid funnels, including conducting thorough analyses, hypothesis generation, A/B testing, and user experience.
• Crack New Paid Channels: You will lead the hands-on execution of cracking new channels, including Meta and TikTok.
• Set up and Leverage Analytics and Reporting: Set up growth foundational analytics and reporting in collaboration with engineering. Utilize data-driven insights to make informed marketing decisions, track and report on key performance metrics, and adjust strategies to achieve performance goals.
• Experimentation: Ideate, conceptualize, plan, prioritize, and execute a/b tests and growth experiments. Drive new paid opportunities, unlocking new channels, acquisition funnels, and/or promotions that drive sustainable and scalable growth.
• Creative Strategy: Oversee creative strategy and production to develop high-quality content that educates, inspires, and performs.
• Market Research: Stay informed about industry trends and competitor activities to identify growth opportunities and potential threats.
• Cross-functional Collaboration: Collaborate with SEO, partnerships, and lifecycle teams to integrate campaigns for diversified and high-impact growth.

Skills, Knowledge And Expertise

• Expert in performance marketing: We're looking for 5+ years of hands-on (B2C) experience driving performance marketing and scaling on Google and Meta. You deeply understand PPC campaigns' mechanics, including bid management, audience testing, creative asset building, and auto-bidding strategies. Experience with lead generation is a plus.
• Results-oriented: You excel at developing and overseeing highly efficient acquisition programs, focusing on profitability metrics such as LTV, ROI, or ROAS. You ensure sustainable growth and maximize returns.
• Data-driven decision maker: You have a strong grasp of numbers and a love for data and analytics. Working with numbers and data sets comes naturally to you, and you're able to leverage dimensional analysis, calculus, and statistics to gain insights from data. Additionally, you should be comfortable working with large data sets to analyze performance and make data-driven recommendations rather than relying on intuition.
• Excellent communicator: You have excellent verbal and written communication skills and can effectively communicate with CEOs and stakeholders. You tailor your communications to the appropriate audience, ensuring your messages are clear, concise, and impactful.
• Builder-persona: We are still building the performance marketing engine at Thrive. You are someone who genuinely enjoys building the foundations for new programs and processes and has a strong bias for action.
• You're Hands-on: You get into the weeds and obsess over the details of every campaign.
• You're scrappy: You can accomplish a lot quickly, independently, and cost-efficiently.
• You love working for startups. You have experience leading growth for B2C startups. You're highly entrepreneurial and thrive in a fast-paced, ambiguous environment.

Logistics

Time Commitment

This role is full-time and will need to overlap with US ET for the majority of the workday. It is an exciting opportunity that demands a level of dedication beyond the standard 9 to 5. We need someone willing to go above and beyond to help us achieve our ambitious goals and eager to make a real impact and grow with the company.

Location

Compensation

Our compensation packages are designed to make this your dream job for both the short and long term. Each compensation package includes base salary and equity. Benefits include medical, dental, vision, and unlimited PTO.

For candidates located in New York, Washington, Colorado, California, and Illinois, the base salary range is $150,000 - $200,000 USD. Compensation may vary outside of this range depending on a number of factors, including a candidate's qualifications, skills, competencies and experience, and location.